Visual Merchandiser offer a boutique style service where every one of our clients is treated with the utmost attention and respect. Our professional skillful team have a wealth of experience, giving us the ability to understand your bespoke requirements first time, without hesitation. We offer many services, all of which can support your visual goals and aspirations. We know what it means to stand back and smile!

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Regulars7 Leader8 Diary11-13 News

14-16 WindowshoppingThis seasons inspiring Christmas windows.

18 TopofthePOPS

21 KarlMcKeeverThis month, our columnist says critical eyes will make a success of 2015 for retailers.

www.retail-focus.co.uk

.24-31 ProjectFocusNew Look : SND : Bugatti

59 OpinionHow do we keep shoppers inspired, engaged and coming back for more? There must be a balance between hi-tech and hi-touch, says Nigel Collett, CEO of rpa:group.

62-65 ProductsProducts and services for the retail industry.

74 Q&ATommy Aitchison, regional visual merchandising manager at Bentalls, talks about a typical day in his job, how he got into VM and this years Christmas window schemes.

35 67VMFocussupplement Focuson:Lighting

32 Giftshopdesign

Opticians

Ima

ge

: Sh

en

Qia

ng

56

Features3Gatti created an optical illusion at SND in Chongqing, China

where the ceiling appears to be weighed down by objects.

Highlystrung27-28

7leader

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Get more from Retail Focus online! www.retail-focus.co.uk

EditorLyndsey Dennis

e. lyndsey@retailfocus.co

t. +44 (0)7500 138 810

Production & WebTerry Clark

e. terry@retailfocus.co

t. +44 (0)845 680 7405

Display SalesLee Cullumbine

e. lee@retailfocus.co

t. +44 (0)845 680 7405

f. +44 (0)871 528 8000

SubscriptionsFor subscription enquiries

please email:

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Retail Focus is published 12 times a year by

Retail Focus Promotions Ltd, Yeomans, Bassetts Lane,

Woodham Walter, Maldon, Essex, CM9 6RZ.

No part of Retail Focus may be reproduced, stored in a retrieval

system or transmitted in any form without permission. Please

address all enquiries to the editor at the above address. The

opinions expressed in Retail Focus are the views of the writer and

do not necessarily reflect the views and opinions of the publisher.

Every effort has been made to ensure accuracy of the information

contained in these pages. We will assume permission to publish

any unsolicited material unless otherwise stated.

Retail Focus Promotions Ltd 2013.

With Gemma on maternity leave, Ive picked up the reigns as editor for the next year. Its good to be back within such a dynamic and exciting industry!

The Christmas windows are now in full swing, and we bring you a selection of imaginative schemes this winter. So much time and effort goes into these mind-blowing schemes. In Paris, Printemps used 3,500ltr of fake snow, 1,200 gift boxes, 3km of ribbon, 960km of strings holding the puppets and 6,500 sq m of background illustrations. Here in the UK, Selfridges used 197,000 baubles hung across balconies and ceilings, 1,005 Christmas trees and made 80 head dresses for mannequins. Flick to page 14 to see our Christmas windows round-up.

Bloomingdales in New York has created an entirely interactive experience for customers and passers by, The high-tech windows include such features as games inspired by the retailers holiday Gift A Bow mascot powered by The Science Project and the opportunity to interact with the windows via social media. Take a look at our Christmas windows blog on the Retail Focus website.

As someone who wears frames and contact lenses, Im used to the trials and tribulations that come with eye care and the customer experience. No names mentioned, there are only two mirrors at my local opticians and you need to be edging towards the 6ft mark to be able to use one of them. Which just leaves one mirror to fight over with other customers that are also looking for their ideal frames. Its refreshing to see that the design of optical stores is changing (excuse the pun). We explore some of the latest openings on page 56.

This issue includes a supplement dedicated to visual merchandising. We bring you the key VM trends for the coming year, and investigate the role of illustration within the retail environment and what this type of collaboration can add to an interior and the customer experience.

Wed like to wish all our readers a very merry Christmas and prosperous 2015!

Lyndsey DennisEditor

December 14

8diary

Retail Shopfitting and Display SummitThe Radisson Blu Hotel, London Stansted9-10 February 2015

The Retail Shopfitting & Display Summit

is specifically organised for buyers,

managers and directors who are directly

responsible for the purchase of their retail

organisations shopfitting products and

services. The Summits proven format of

pre-matched face-to-face meetings is

beneficial by exclusively targeting only the

most qualified buyers and bringing them

together with suppliers who are pertinent

to their needs. The event offers unparelled

networking opportunities and a relaxed

businesslike environment.

Retail_Summit

www.forumevents.co.uk

EuroCISDsseldorf, Germany24-26 February 2015

A leading European trade fair for retail

technology, EuroCIS is a unique retail-

related IT think tank offering solutions,

trends and visions for the retailing of the

future. It brings 235 exhibitors from 22

countries together in Dsseldorf. Multi

channel and IT-integration issues will be

widely addressed at the 2015 show.

EuroCIS

www.eurocis-tradefair.com

Surface Design ShowBDC, London10-12 February 2015

The Surface Design Show gives architects

and interior designers the opportunity to

touch, see and discover the latest surface

products for the built environment. Evening

events will include a live debate, hosted by

RIBA Journal, and a PechaKucha. Winners

of the Surface Design Awards will also be

announced during the show.

surfacethinking

www.surfacedesignshow.co.uk

Retail Shop at Spring FairNEC, Birmingham1-5 February 2015

i2i Events Group will introduce the new

Retail Shop brand to all of its shows,

including Spring Fair International in

February and sister event Autumn Fair

International in September. Exhibitors will

represent a multitude of products and

services that are essential to successful

multi-channel retailing.

SpringAutFair

www.springfair.com

The only show in the UK to focus solely on internal and external surface materials

Register nowwww.surfacedesignshow.com/rf

Incorporating

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11

H&M has opened the doors to its new flagship in

Paris at 77 Boulevard Saint Germain. This store

features a one-of-a-kind interior concept in France

and offers a wider choice of shoes for women

and men. Spread over three floors, the store has a

footprint of 2,500 sq m.

This flagship is an opportunity for H&M to unveil

a new interior concept with lighting effects, fresh

materials and a special design created for the

occasion. New features are numerous, including

a bright LED screen above the entrance of the

store, circular chandeliers and exposed bulbs that

adorn the ceiling, and a glass wall installed at the

escalators that lead to the second floor.

news

New H&M flagship for Paris

Jessops has launched its next generation

flagship store in The Oracle, Hammersons

regional shopping centre in Reading.

Set over two levels with dramatic 6m-

high glass windows, the 255 sq m store

includes a new state-of-the-art Fujifilm

Frontier Mini Lab on the ground floor

and an Academy Training Room on the

mezzanine level, which will host a variety

of photography courses for all skill levels.

Theres also a consultation area as well as

a wide range of cameras and accessories

from the worlds leading brands.

The store encapsulates the future of

Jessops cutting edge equipment and

experiences. The photography specialist

worked in partnership with retail brand

specialist, Liberation Creative Consultants

to immerse customers into the world of

photography.

Jessops new flagship is the latest in

a series of brands to open at The Oracle,

including Jack Wills, Five Guys, Topshops

upsized store, Smiggle, Kiko, Reebok

Fithub and Hugo Boss.

Jessops opens at The Oracle in Reading

12

news

12

In brief...Amazon is reported to have opened its

first physical shop in time for Christmas.

Located in Manhattan opposite the Empire

State Building, the store is a revolutionary

new step in the online retailers aim to

be the one-stop-shop for shoppers. The

location will act as a mini warehouse but

also cater for same-day deliveries in the

city, product exchanges and customers

picking up orders theyve placed online.

Amazon may also use the store to

showcase certain products.

Wandsworth Council has approved VINCI

St. Modwens plans for the landmark

redevelopment of New Covent Garden

Market. This major 10-year project will see

the transformation of New Covent Garden

Market into The Garden, the future of

wholesale markets. This will include more

than 500,000 sq ft of new state-of-the-art

market facilities, a food quarter for London

and The Garden Heart a place to buy,

make, sell, learn and share. The remaining

land will be transformed into three high

quality residential neighbourhoods

comprising approximately 3,000 new

homes, 135,000 sq ft of office space and

100,000 sq ft of retail, leisure and new

community facilities, including shops, cafs

and restaurants.

12

Show organiser i2i Events Group will

introduce the new Retail Shop brand at

all of its shows in 2015, including Spring

Fair International in February and its

sister show Autumn Fair International

in September.

Exhibitors at Retail Shop will

represent a multitude of products and

services that are essential to successful

multi-channel retailing, such as in-store

and online solutions, logistics and

fulfilment experts, marketing platforms,

payment providers and specialists in

packaging. A total of 33 companies

have already signed up for the show,

The global flagship of Hunter has

opened at 83 Regent Street, London

with the design scheme undertaken

by Checkland Kindleysides.

Joe Evans, creative director at

Checkland Kindleysides, explains

the scheme: The store is a journey

designed to capture the senses and

a spirit of adventure; its a playful and

very Hunter take on the outdoors. Its

surreal, graphic and at times dreamlike.

Its a fantasy take on reality executed in

a uniquely Hunter way.

The design takes references from

the British countryside, creating a

new take on rural architecture and

the outdoors, redefined in the spirit

of Hunter. There are three floors that

create three distinct experiences for

including Alibaba, Wirecard, Lil Packaging

and Brightpearl.

Louise Young, director of i2i Events

Group Retail Portfolio, says: The dramatic

evolution of consumer spending patterns

and shopping behaviour has created a

truly multi-channel retail environment.

The launch of Retail Shop at Spring Fair

International 2015 will be an essential

resource for our customers on both the

supply and retail sides who are seeking to

stay abreast of evolving technology and

consumer behaviour, enabling them to

capitalise on the e-commerce market and

huge growth in mobile shopping.

visitors, each one reflecting Hunters

pioneering spirit as a brand that takes the

path that others dare not take. Checkland

Kindleysides treated the store entrance as

the start of the journey where customers

walk into a contemporary barn structure

that carries through from the Regent Street

windows to the inside.

The staircase features a dramatic

5m-high LED screen, which entices

customers upstairs. These screens will

give Hunter the opportunity to deliver

real-time broadcasts from events around

the world. The screen displays regular

weather updates from throughout the UK;

each time accompanied by a coordinating

soundscape that echoes throughout the

store.

i2i Events Group launches Retail Shop

SDEA to take over the International Shopfitting Organisation

Shop and Display Equipment Association

(SDEA) will take over the International

Shopfitting Organisation (ISO) on 1 January

2015. After 58 years as an independent

organisation, ISO will be incorporated into

SDEA at its headquarters in the UK. Its the

first time since the 1970s that ISO has been

based in Britain.

Welcoming the decision, SDEA director

Lawrence Cutler says: The incorporation

of ISO under the umbrella of the SDEA will

add a new dimension to our offer to

retail groups, many of which are

expanding into mainland Europe. For

existing SDEA members and incoming

ISO members, there will be invaluable

opportunities to develop additional cross

border trade links.

Hunter opens first global flagship

13

news

13

In brief...Westfields Broadway shopping centre

in Bradford completed its topping out

ceremony on 13 November, 2014. Covering

570,000 sq ft of floor space, the Broadway

will feature 70 retail units. Alongside anchor

retailers Marks & Spencer and Debenhams,

a number of leading national retailers

have signed up, including Topshop, JD

Sports, New Look, River Island and Next.

Land Securities has signed a dynamic host

of new brands to its Gunwharf Quays retail

outlet in Portsmouth. Retailers include

Mint Velvet, Asics, Coast, Watch Station,

The North Face, Musto, Pret a Manger and

Pearl Izumi.

The Central London retail market shows

no signs of slowing, with a raft of new

domestic and international retailers

recently taking space and more expected

to do so in the coming months. Rents are

still under pressure in both prime and

secondary locations, with competition for

prime spaces leading to strong demand

for locations previously considered

peripheral. An example is Mayfair, with

emerging streets such as Conduit Street,

Dover Street and Brooke Street seeing

marked improvements to tenant mix, which

has resulted in significant rental growth.

Regent Street and Bond Street continue

to generate high levels of footfall and

Oxford Street saw one of the largest deals

recently, with Dubai retailer Toy Store

taking a 27,000 sq ft flagship store in the

West One Shopping Centre, reportedly

setting a new rental tone.

Quintessentially British mens outfitter, Hackett London has opened the doors to its

new City of London store at 55 Old Broad Street.

Spanning 150 sq m, the retail selling space is divided into five different rooms

and joined by panelled Georgian archways. The design concept will continue to

incorporate Hacketts signature Georgian influences as well as introducing new sleek

and modern elements such as granite and limestone flooring and floor to ceiling

panels that divide the Casual and Mayfair collections.

The retailer chose British furniture designer James Harrison to provide pieces for

the store. His contemporary handmade light wooden polished chairs sit alongside

and complement the more traditional pieces within the store. A selection of the late

Brian Blows artwork, a British artist renowned for his 1950s/60s graphic prints, are

used in the store in amongst an eclectic mix of artist sketches, period prints and

campaign photography.

May Design Series unveils new creative concept for 2015

May Design Series has unveiled a new creative

concept for 2015, as well as a new website. In

addition to providing the latest news of the event,

which takes place between 17-19 May, 2015 at

ExCel London, the website also has a dedicated

area imparting business insights that will feature

best-selling product features, industry interviews

and more.

The website also hosts a dedicated hub for

New Design Britain, the initiative that seeks to bring

emerging graduate designers to the forefront of the

commercial design industry.

Visit the website at www.maydesignseries.com

and follow the show @maydesignseries.

Hackett opens Old Broad Street store

14

Windowshopping

Inspiring window displays from around the globe

John Lewis and Peter JonesThe John Lewis and Peter Jones windows feature

a colony of model penguins inspired by the 2014

Christmas ad campaign. The penguins can be seen

interacting with key home, fashion and technology

products. The concept and design was completed

by Chameleon Visual.

visual merchandising

SelfridgesSelfridges celebrated the art of storytelling by nominating what it

believes to be the 25 most enchanting stories ever told. Theyve

been selected to be at least one generation old, the oldest being

Sleeping Beauty by Charles Perrault thats more than 300 years old.

The most recent to make the cut is Raymond Briggs The Snowman,

first published in 1978.

Harvey NicholsThe mannequins of Harvey

Nichols Enchanted Forest

transform into majestic

woodland creatures, while

autumnal beams of light

reflect from metallic trunks,

which grow from the forest

floor. Tendrils break free

from the confinement of

the windows, shoot through

the glass and reach 12ft

high above the windows,

transforming the buildings

facade into a magical

forest canopy.

Photography: Stuart Wilson, Getty

Images for Harvey Nichols

Fortnum & MasonThis years Fortnum & Mason windows are based on the Frost

Fayres of centuries ago when a frozen River Thames would host

incredible markets and carnivals.

PrintempsPrintemps windows tell the story of a magical and enchanting journey. A

little boy leaves London to celebrates Christmas in Paris. The boy comes

to life in the windows, surrounded by friends, toy soldiers and musicians.

For the first time, the windows feature an interactive element for visitors.

Photography: Printemps

15

visual merchandising

WindowSchuhOne Big Company created the 2014 Christmas campaign

for Schuh, and at the heart of it is the Oxford Street store.

The design agency created a window scheme and in-store

collateral centred around Christmas crackers and the gifts

and jokes contained within them. The Oxford Street window

features a vibrantly coloured, flashing neon bang exploding

from a giant cracker. Design by PLANarama.

Galeries LafayetteGaleries Lafayette has chosen some monstrously

funny windows this year. Gustave and his gang

have taken over the animated window displays of

Boulevard Haussmann.

DebenhamsBlacks VM worked with the Debenhams creative team, taking

inspiration from the current Found It advertising campaign to

create this ambitious illuminated, rotating and playful scheme.

It runs across the windows and throughout the store interior. The

concept was conceived using an eclectic mix of neon bows

and stars, sparkling lit glitter fabric and rotating present stack

turntables in sprayed MDF. Blacks VM collaborated with Plan to

create the mirror Turbolite fairground inspired window borders

and with Mushroom Lighting on the colourful LED lighting

window installation. Mannequins from Rare Basic.

HarrodsAs part of Harrods

The Land of Make

Believe, mice run

throughout the

windows, ready to

help collect the toys

for Father Christmas.

Dressed in red and

green, the mice are

mischievous cue

abseiling displays,

games of hide and

seek and trombone

playing. Harrods

has also created a

winter wonderland

of silver birch trees,

ice blue skies, snow

drifts and oversized

toys brought to

life by renowned

designers such as

Stella McCartney,

Alexander McQueen

and Zuhair Murad.

FenwickFenwick collaborated

with Irving Berlins White

Christmas in advance

of the musicals

official premiere at the

Dominican Theatre

in November. The

windows represent a

classic Christmas card

scene and invite all

Londoners to celebrate

the important things

in life this festive

season: love, family,

fun and friendship.

Credit: Angie Denness,

visual merchandising

manager, Fenwick.

Photography: Dave Jensen

from PA

16

LibertyThe London emporium and its windows

invite customers to sail the festive seas

besieged with sparkle and treasure and

find inspiration for extraordinary gifts.

The concept takes inspiration from the

origin of the nautical timber used to

construct the store in the 1920s.

WarehouseIce shards and broken crystals

formed the inspiration for

this sharp monochromatic

Christmas scheme created

by Blacks VM for Warehouse.

Multifaceted shapes made

from smoked and mirror

faceted panels were produced

and used as mannequin

plinths, whilst taller illuminated

shards stood out sharply

creating a dramatic backdrop

to the window.

TopshopBlacks VM collaborated with the

Topshop in-house creative team to

produce the towering backdrop of

gold slatted wood panels, making

full use of the double height space

the flagship stores offer. Each face

of the backdrops and the wooden

crate plinths used to display the

army of mannequins, was hand

finished in patinated gold laminate

to create a textured effect on the

surfaces. The main focus of the

scheme was hundreds of suspended

gold/filament lightbulbs, set at

different heights descending from

the top of the window.

OasisHarlequin

cooked up a

treat for the

Oasis Christmas

windows.

Handbags

are perched

in saucepans

and high heels

under the grill.

Mannequins are

wrapped up in

fairy lights, the

Christmas tree

has toppled

over and a

mischievous dog

wears reindeer

antlers.

EvansThe current flagship Christmas window scheme at Marble Arch was produced

and installed by Blacks VM in conjunction with the Evans creative team and Solus

Lighting. The illuminated backdrop of giant willowy LED lit Christmas trees add

tiny bursts of light to the dark mirrored acrylic backdrop and floor. The simple

coloured palette of smoked acrylic and white lighting creates a moody and stylish

environment for the mannequins to stand out.

See more Christmas 2014 window installations on the blog:

www.retail-focus.co.uk/blog

visual merchandising

harlequin-design.com

twitter.com/HarlequinLondonfacebook.com/harlequindesignlondon

+44(0)20 7253 6238

Harlequin Design (London) Ltd.4th Floor 26/27 Great Sutton Street,London EC1V 0DS

Retail concepts.Window designs.Instore environments.Prototyping.Prop sourcing.Global production.Logistics.Distribution.Installation.

JOSEPH

OASIS

WATCHES OFSWITZERLAND

MAPPIN & WEBB

ANYA HINDMARCH HACKETT

RALPH LAUREN / HARRODS

SELFRIDGES

UNIQLO

Retail focus.indd 1 16/12/2014 15:28

POP

POPStop

Company: Mad About Design

Client: Aramis and Designer Fragrances,

Estee Lauder Group

Display Title:Christmas promotion

Sector: Fragrances

Locations: Boots and Debenhams stores, nationwide

The brief:MAD was tasked to design sites for a

Christmas promotion featuring three brands

DKNY, Michael Kors and Aramis with their

respective visuals and logos under a single

theme. The three designer brands were

brought together by a shimmering silver

wallpaper background, and a New-York

skyline cut out of mirror acrylic to emphasise

the heritage of DKNY, the main focus brand.

The result:MAD designed, made and installed event

sites to 15 Boots and Debenhams stores

across the country, and gondola ends to

another 19 Debenhams stores in a second

phase. Most small sites featured a back wall

and display table, while larger sites were

fully customised with pillar cladded and a

TV playing the advertising like in Frasers,

Glasgow or in Boots, Manchester. Some

other stores like Boots in Gateshead had

full shelving bays and pillars cladded to the

glittery theme. The strong theme has great

impact in store, making a strong statement

for the brands.

www.themadpeople.com

18

of the

Call: 0845 680 7405 to advertise

19

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WE ARE IPOS. WE SPECIALISE IN RETAIL.We design, produce and install all aspects of POS/POP. From in-store graphics, window vinyls and bespoke 3D retail displays to full multi-location campaign roll outs.

For more info visit our website ipos-design.co.uk

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The Retail Shopfitting & Display Summit will provide you with a platform to enhance your company and share the long-term vision of the retail shopfitting business by setting tomorrows standards today, and to prepare for future developments, innovations and technology.

Network with fellow experts within this industry, listen tocase studies, meet and discuss ideas with retail shopfitting service providers, hear personal experiences and find solutions to issues facing this ever changing industry.

For further information or to book your place contact:Delegate: Paige AitkenSupplier: Courtney Brown

01992 374100rds@forumevents.co.uk www.forumevents.co.uk Media Partner

9th - 10th February 2015Radisson Blu HotelLondon Stansted

@Retail_Summit

Q & A

21

Critical eyes will make a success of 2015 for retailers

2014 has collectively been a strong year of renewed optimism for

many retailers, which Im delighted to report. There are new warning

signs in the global economy of course, but I think thats more about

the new reality as opposed to a fresh foreboding for retailers.

From our experiences in the UK and around the world, a lot of

retailers shook off the caution shackles that typified the recession,

and sought to make the most of the renewed optimism and access

to finance on the high street. Whilst this is pleasing to see, I would

like to challenge retailers to do even more next year and push out

of their comfort zones to further inspire their teams and crucially

their customers in 2015.

I think its time for a lot of retailers on the high street to take an

introspective, holistic view of their business and challenge their own

conventions. Where are the new sales for profitable growth going

to come from? Who are the core customers now? How will brands

make these customers stay loyal by knowing what good will look

like for them in the future? For me, this is not just about accepting

that what has worked or not worked in the past will be the same for

the future.

There are many levels on which these considerations will come

into play for retail. For example, it could be that this will be the year

that grocery retailers will give up on the belief that there needs to

be a Tesco, Sainsburys or now Morrisons on every street corner.

Research has shown that whilst someone may brand themselves as

a Tesco shopper, in reality they may still spend a good percentage

of their shopping budgets with local independents and even

shop with value retailers for staple goods in spite of their near

proximity to say a Tesco Express. Who would have thought that this

would start to become an emerging trend given the likes of the

Fakenham situation?

Similarly, the expansive numbers of out-of-town fashion and

homewares stores do we need them? Will the lack of demand for

so many, some might say mediocre, stores force the hand of the

retailers to instead provide fewer, better outlets? Think John Lewis

with its flexible format, smaller footprint stores in cities such as

Exeter, which maximise the opportunity for omni-channel shopping,

or its latest click and commute edited retail presence at St

KarlPancras International.

So, thats what we may be thinking about on the macro

level, but what should retailers be examining on the micro in

store level? For me, this would be their brand delivery and all it

encompasses, from visual merchandising and store operations to

retail training and development. This should also include objective

benchmarking of the competition, and an assessment of retailers

own customer service, standards of retail and VM methods.

This is one of the many things that consultancies like Visual

Thinking do for clients around the world, but that process can only

begin when retailers accept theres a need to do it themselves just

like any personal resolution to do things differently and unleash a

new, improved version of self. It requires retailers to dispel myths

and take a cold hard look at the business from the outside in; to

make things as good as they can be for the brand.

This is more than secret shopping, this is retail truth unearthed

from qualitative and quantitative research of whats really

happening in-store, in order to make positive changes and fine-

tune the quality, effectiveness and consistency of brand delivery

and the customer experience.

We could be forgiven for thinking that innovation and

inspiration in 2014 was mainly the property of those relatively fresh

to the market with their new concepts in shopping think Blurb and

to a lesser extent Scribbler and the craft element of their offerings,

making the customer the creator. But theres nothing stopping

anyone changing the way we shop, in a conventional high street

store. Remember Nike Towns football academy and more recently

H&Ms social media video walls that made catwalk stars of us all?!

Lets also see 2015 become a year where the VM teams are

put in the spotlight more. Have these internal teams that are

responsible for innovation and delighting customers become

valued and resourced again. I think that whilst things are improving

with the upturn, theres still some recognition to give. In the same

way that the VM teams themselves innovate in the store space,

could leadership teams do more to excite in the way that they

develop their people?

If retailers are willing to critique their offers this year, next

year and on into the future, Im convinced that well see more

beginning to unravel the challenges of adapting their in-store offer

to compete with the tide of internet stores and changing consumer

behaviour. In many ways, despite the push for retailers to constantly

bring us the next and new, perhaps more internal reflection and a

little less future gazing could be the key to unlocking some of the

most strategically important and lasting changes in fortunes for

retailers throughout 2015, and beyond.

column

Karl McKeever is creative director of visual merchandising

and brand delivery consultancy Visual Thinking.

McKeever

Email Karl at karl@retailfocus.cowww.visualthinking.co.uk

www.theretailfactory.co.ukCall now 0844 8009 305

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Store opening and closure service...We can now offer retailers a way to consolidate and simplify the process of new store set-up, the refurbishment of existing stores and the closure of any unwanted locations.

Our service removes the organisational and logistical burden during a new store opening, significantly decreasing the stress, hassle and cost involved, allowing you to shift your focus onto the more crucial issues relating to establishing a successful retail environment.

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deliver Delivering on demand No ordering in bulk Distributing to stores, only when required Fewer deliveries

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Our team of warehouse professionals will accurately pack the items you require for delivery, getting you everything you need, when you need it and where you need it.

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24

New Look flagship

project focus

The New Look flagship on Londons Oxford Street has been

revamped with a new design and a firm focus on product.

The brief was to deliver an experience that truly represented

the best of the New Look brand fashionable, on trend, spirited and

engaging whilst still remaining accessible to our broad customer

base, explains Andy Turnbull, group creative principal at New Look.

Spread over four floors, each department is captured within its

own space and concept. To gain square footage, the retailer has

re-designed the floor layout to increase maximum sales space to

house all the collections womenswear, menswear, accessories,

footwear, beauty and Teen 915.

The concept of the makeover is to put product first,

merchandised and displayed beautifully with ease of shopping

Design: In houseOpening date: November 2014Store size: 2,415 sq m

Oxford Street, London

25

New Look flagship

project focus

in mind. A sleek and clean layout enforces this concept, and

mannequins play a large part in visual design. In fact, there are

more mannequins used in this store than any other New Look site.

At its heart, the store design is based on the core values of

the New Look brand, helping our customers look good, feel great

and have fun, continues Turnbull. But its distinguishably different

in its physical execution from our current design principles and

aesthetic. This was deliberate; we understood the need to create

the most engaging experience and presentation of our product

for our customers, in order to re-enforce our unique take on fast

fashion at affordable prices. He believes the variety, accessibility

and sociable aspects of the experience set New Look apart from its

competitor set.

The aim was to create a destination New Look customer

experience through a shopper journey that consisted of:

Fasciaengagementthroughhead-turningwindowand front-of-store presentation.

Creatingstrongdestinationdepartmentsandmerchandisingtreatments to express the product offer.

Usingitsbrandingandtoneofvoicetothreadandstitchthe experience.

Creatingapremiumambiencewiththematerialsandfinishes;shopfitting, lighting and flooring.

Establishingvarietythroughouttheproductpresentation. Utilisingtechnologytoadddepthtothepresentationanda

multi-sensory dimension.

Presentingcustomerserviceconfidently. Maximisingtheshellspace,structureandtexturestohelpdefine

the aesthetic of a unique store experience.

The appeal for our customers is to surprise and delight; our

naturally sociable and non-judgemental nature and the product

offer that supports this allows us to create a very customer

focussed fashion environment.

There are digital screens on all floors, which display current

content including campaign imagery and brand videos. The largest

screen is in the window facing out onto Oxford Street.

A particular highlight of this store is the personal aspect within

the Teen 915 area. Theres a selfie chair with lots of fun props

alongsideipadequins,whichfeatureaniPadheadthatwillshowthe faces of the current campaign models.

We believe this adds depth to the experience it allows us to

promote our seasonal video, social and digital campaigns that

add engagement to the product presentation. As a medium, its

inherently flexible and we have invested in the technology to allows

us to update and control centrally, which allows us to tune the

display to suit the trend or branding requirements.

Introducing Perspex NaturalsBringing Beauty to the Surface

- Inspired by the simple beauty of nature- Textured surface with the aesthetic appeal of stone- 6 standard colours- Hard wearing & ideal for the retail environment

For more information visit www.perspex.co.uk

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27

project focus

Design: 3Gatti ArchitectureOpening date: October 2014Store size: 180 sq m

SND Chongqing, China

The SND fashion store in Chongqing, China appears to have a

ceiling thats weighed down by objects. A triumph of architectural

beauty, the scheme is made up of more than 10,000 elements made

from a very thin white translucent fibreglass.

When I started this retail project there was a simple and

appealing idea of hanging everything from the ceiling thus

moving out of the way of the furniture and items to be sold so

that all the floor space could be free for customers to circulate,

explains Francesco Gatti, director of 3Gatti Architecture. Using a

software that simulates the physics of real materials, we imagined

an elastic ceiling that was pulled down by the weight of these

various objects.

The next step was to think about the technical equipment

necessary for the store such as lighting, speakers, sprinklers,

cameras, AC and ventilation, so it was natural to think of this ceiling

as a permeable surface. This was the origin of the ethereal white

ceiling; an ephemeral support for ephemeral objects, continues

Gatti.

3Gatti provided the factory with a file of more than 10,000

different shapes of stripes to hang on the ceiling, and thank

28

project focus

goodness each piece was not handcrafted

by the Chinese workers but was precision

cut by machines in a super short time. We

used a very thin white translucent fiberglass

material because of its fire resistance and

the good way it reacted to light reflection

thus creating a ceiling landscape that

would be a spectacular source of light,

beauty and emptiness; perfect for every

fashion victim, explains Gatti.

Although the store is not very big,

the extension of the ceiling landscape is

apparently endless thanks to mirror walls

that disorient the visitors walking around

these ethereal ceiling cavities.

This heavenly ceiling is surely the

protagonist of the space; we chose recycled

timber as a dark background for the floor

and walls to make the ceiling emerge

from the general environment. Finally, we

designed simple cubical volumes covered

with soft grey felt as the only furniture that

the shop could use as sofas, a cash desk

and product displays.

The store faade is left transparent, simply showing the striped section of the

ceiling volume, thus creating a sculptural

attraction for the visitors to the Chongqing

World Financial Center.

30

Bugatti

project focus

Bugatti has opened the doors to its very first lifestyle boutique

on Brompton Road in Londons Knightsbridge. Following the

successful launch of its lifestyle collection in Milan last year, this

is the next major step in the French car manufacturers brand

extension strategy. Up to 30 additional exclusive Bugatti boutiques

are due to be opened in key international financial and fashion

hubs over the next five years.

London was the brands first choice when deciding on a

location for the boutique. The city is a key market for the Veyron,

and is also one of the most important international centres of

fashion, design and art, which makes it an ideal location in which

to showcase our luxury lifestyle brand. We go where our customers

are, said Drheimer.

At 24-26 Brompton Road, the boutique and its collection

reflect the identity of Bugatti. In keeping with the brands motto of

Art, Forme, Technique, the store conveys the brands exceptional

technical performance and the exclusive luxury of the brand.

Massimiliano Ferrari, CEO of Bugatti International, whos in

charge of the Brand Lifestyle division, says: A Bugatti is a design

masterpiece and a unique work of automotive engineering. A

Design: In houseOpening date: November 2014Store size: 501 sq m

Brompton Road, London

31

Bugatti

project focus

Bugatti is synonymous with great tradition and cutting-edge

modernity. This is also the image we want our boutiques to convey.

This is achieved through the use of typical Bugatti design

features and materials. The three metre aluminium arch features

the Bugatti logo and is an eye-catching feature, even from a

distance. It was modelled on the most distinctive design feature of

all the sports cars the famous horseshoe-shaped radiator grille.

This motif is continued into the shop window display, where the

Bugatti signature bag, which echoes the horseshoe grille outline,

takes pride of place.

The interior of the boutique is divided into two areas. The

EB Ettore Bugatti Collection is displayed in the luxury/lifestyle

area, which is fitted with an elegant dark wooden floor and brown

leather wall panelling, both of which exude warmth and elegance.

The Bugatti Performance Luxury Collection is presented in the

sports/performance area, which is in sharp contrast with the first

area as it features distinctive white marble flooring and light grey

leather wall panelling.

Other materials used throughout the store design include

aluminium, wood, glass and carbon, all of which can also be

found in the Veyron. The designers have taken and interpreted

typical elements of Bugattis design DNA in the furnishings. For

example, the rear wall of the large shelving units features a riveted

seam inspired by the fin of the legendary Type 57 SC Atlantic.

This historic design feature, which was also incorporated into the

modern Bugatti Veyron, is also recreated in the structure of the

wall shelving.

The design of the free-standing carbon and aluminium shelves

was modelled on the rear wing mechanics of the Veyron, an

example of the very finest engineering. The delicate line in Bugatti

Blue adds a final visual flourish to the shelving. The large carbon

sales table in the centre of the showroom is another impressive

design feature. Its curved shape was inspired by the signature of

Ettore Bugatti, a shape that remains a striking design feature of

many Bugatti models to this day.

The next boutique openings are planned for the coming year

in Tokyo, Dubai and Doha. Other stores are set to follow in Paris

and Milan. Bugatti plans to open its first stores in the USA from

2016 onwards.

gift shops

32

With such a variety of items on display,

organisation in gift shops is crucial in order

to satisfy customers and help them find

what they need quickly and easily. For gift

shops within museums, galleries and visitor

attractions, they need to be integrated

within the space and compliment their

surroundings, and displays need to house

giftware without taking the focus away from

whats on offer.

Lumsden has created six shops for the

British Museum. For the Exhibitions Shop in

the Sainsbury Exhibitions Gallery in the new

extension, Lumsden created a stylish interior

with a striking monochrome scheme. It was

important that the shop had a strong visual

personality of its own, aligned closely to the

architecture of the new building and the

more premium product mix. The shop sits

between the entrance of the new exhibition

space and the museums Egyptian

Sculpture gallery and experiences extremely

high footfall.

The airy double height 188 sq m space

is dominated with floor to ceiling columns

that Lumsden has integrated into the

design. The formal scheme with a bespoke

tiered merchandising system of display

tables with integral storage grouped around

the columns is made from oak and metal.

It was important that we aligned the

shop to the architecture and monochrome

interior of the new building without it feeling

clinical, explains Callum Lumsden, founder

and creative director at Lumsden Design.

We used natural oiled oak and black and

white lacquered timber throughout the

store, which added warmth and texture

to the scheme in a subtle, contemporary

way. For the wall bays, a series of bespoke

freestanding wall cabinets were designed,

all made out of the black and white oak

combined with flexible glass shelving.

Callum says gift shops have received

bad wrap in the past. When it comes to

gift shops in a museum, gallery or visitor

attraction, he says they should be integral to

the experience; an extension of the cultural

capital in the destination and the retail offer

wide and diverse a collection of wares

that cant be found anywhere else on the

high street or online. Visitors will range from

tourists foraging for memorabilia to school

kids with pocket money; knowledge seekers

wanting credible reference material or art

lovers looking for something original. Shops

GIVE AND TAKE

33

gift shops

Gift shops in museums, galleries and visitor attractions should be integral to the experience.

in the cultural sector do not have a typical

or defined target market, says Callum.

The best of these shops are designed to

reflect the cultural brand they represent.

They need to be curated environments of

delight and discovery and full of surprises.

Thats what makes them different and thats

why the best examples are so financially

successful. They should reflect the

architecture and the ethos of the institution

they represent and provide the visitors who

shop there with a special memory of their

destination experience.

The gift shop at the Dogs Trust

rehoming centre in Denton echoes the

concept of integration. Following the village

theme that runs throughout the centre, the

gift shop has been designed by Fitch like

a village shop with a cheerful and bright

interior. The centre is a day out for people of

all ages and also an experience from which

visitors will want to take home a souvenir.

In contrast to the recognisable

characters of existing Dogs Trust centres,

which are usually timber buildings in rural

settings, Fitch used warm timbers through

fixtures and props to tie the modern

building in with the brand. A yellow road

guides visitors around the space, helping

to define the shop and other areas such as

the village green (where initial consultations

happen) and the village hall (where dog

training takes place).

The One Off took on the task of

redesigning the Sainsburys Wing Store

in the National Gallery. The concept was

designed to engage a broad customer

base while encouraging repeat visits to the

store. With one of the UKs largest gallery

postcard collections and each painting

available to purchase in print, all product

remains easy to locate with clear customer

navigation and effortless product selection

incorporated perfectly into this design.

The store design has achieved a rich

and refined feel while remaining in touch

and complimentary to the gallery. Adding

curves and open spaces through light

and shade, the customer journey is free to

flow through the whole store and meet the

ambitions of the business plan, explains a

spokesperson from The One Off.

Over at the Saatchi Gallery Store on

Chelseas Kings Road, Design4Retail

created a stylish, modular retail environment

that complements not overpowers the

GIVE AND TAKEproducts on display. The retail space is

open and bright and has two cash desks

situated at either end. These in turn also

help distinguish between the premium and

main retail product categories. A modular

white flexible shelving system was chosen

to display a range of products in the main

retail area, which blends into the backdrop

of the gallery. The system is entirely flexible

with moveable category headers that

navigate the consumer to their desired

product choice.

The premium area is a space

dedicated to exhibiting higher value

products from featured designers or

sponsors. The space was given its chic

identity with a deep grey carpet and glass

shelving suspended on stylish stainless

steel uprights, explains Chris Baker,

creative director at Design4Retail. The

shelving system is again modular and

changeable, however, allows for a branded

imagery to be located behind the products

into LED illuminated panels to give each

collection its own separate identity while

backlighting the product beautifully.

The entire space can be adapted to suit

future product ranges and even features a

small seating area to enhance the serene

ambience, allowing the consumer the

opportunity to comfortably take it all in.

Gift shops in museums and galleries

house such an array of giftware, often not

found on the high street, meaning flexibility

is key when it comes to layout and displays,

to accommodate collectable products as

and when exhibitions are updated.

Facing page frop top: Curves and open

spaces at Sainsburys Wing Store

in the National Gallery; the open

and bright gift shop at the Saatchi

Gallery; the Dogs Trust gift shop is

designed like a village store.

This page frop top: Products are

easy to locate at the Sainsburys

Wing Store in the National Gallery;

Monochrome scheme at the British

Museums Exhibitions Shop.

Call: 0845 680 7405 to advertise

34

Connections Linking retail display buyers and suppliers

Revolutionise your supplier network in one day!

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To Book: Email: paula@sdea.co.uk Tel: 01883 348911

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The Cumberland Hotel, Marble Arch, London, 4 February 2015

...TO MAKE A RETAIL FABRIC LIGHTBOX

Autumn/Winter 2014

Big chillNews

Illustration

Trends for 2015

John Lewis and Pete

r Jones

Christmas campaign

Blue Studio, Unit 8A, The Piper Building, Peterborough Road, London, SW6 3EFT: 020 7394 2813 E: info@blue-studio.co.uk W: www.blue-studio.co.uk W

WW

.BO

NAV

ERI.C

OM

Cover image:

Monty the Penguin at John

Lewis and Peter Jones

Creative and production

by Chameleon Visual

Photography:

Melvyn Vincent

47

The use of bespoke illustrations in a retail environment can help brands tap into their creative sides. In this supplement we take a look at some recent installations, including Harry Malts Christmas window

illustrations for Mulberry, which engage with customers through uniquely British humour. As Harry says, I believe

that the public relate favourably to illustrated material; its instilled in our psyche from a very early age.

We hear from a panel of visual merchandising and display specialists regarding their trend forecasts for 2015.

Weve seen the use of lush green foliage in displays and schemes this year, and this is set to continue into

2015. One event that is sure to cause creative ripples through the VM world next year is the Alexander McQueen

Savage Beauty exhibition at the V&A. Its set to be an inspirational event, and it will be interesting to see how

it filters through into our industry. says Jason Traves, co-founder and head of creative at Lucky Fox. Retailers

will continue to step up their game to reinvest in the physical shopping experience as e-commerce and online

shopping continues to rise.

Lyndsey Dennis

Editor

EditorLyndsey Dennis

e. lyndsey@retailfocus.co

t. +44 (0)7500 138 810

Production & WebTerry Clark

e. terry@retailfocus.co

t. +44 (0)845 680 7405

Display SalesLee Cullumbine

e. lee@retailfocus.co

t. +44 (0)845 680 7405

39News 45 Big chill

42 Whats in store?

39 News The latest news from the visual merchandising and

display industry.

42 Whats in store? Predictions for the coming year

45 Big chill The John Lewis and Peter Jones interactive

Christmas campaign.

47 Picture perfect Illustrations within the retail environment and what they

bring to the customer experience.

Welcome

47Picture perfect

www.retail-focus.co.uk

37

NEW CATALOGUE OUT NOW

The new Urban Vintage catalogue from Andy Thornton is out now.

56 pages of industrial-style retail display and visual merchandising

products, contract furniture, decorative lighting and tin tiles.

Send for your copy.

Call: 01422 376000 Email: marketing@andythornton.com

Online: andythornton.com

URBAN VINTAGE RETAIL DISPLAY

AT-A1RetailFocus-UV-Cat.indd 1 01/10/2014 09:29

39

news

This Christmas concept by DZD for John Lewis on Oxford Street,

London caught our eye. The company worked with the John Lewis

VM team with a brief to create a multitude of triangles in a varied

selection of materials, colours and textures.

Each string of triangle trees contains a mix of gold, silver,

copper and bronze made of foil, card and tin, suspended from

the existing metal framework. This allows for maximum movement

within the store environment, which was something that Sarah

Smillie, VM designer at John Lewis, had visualised, along with a

pretty tinkling noise as the triangles make contact, providing not

only a visual treat but one for the ears too.

DZD stimulates the eyes and ears at John Lewis

Whether youre a retailer, designer, in the

leisure and entertainment industry or in

fact use visual merchandising to promote

your products or services in any way, this

show is a must visit for everyone involved.

The next show takes place on 21-23 April

2015 at its regular home, the Business

Design Centre in Islington.

Visual merchandising and display

demands its own platform as its such

an important part within retail and it has

proved the case with the show celebrating

its 25th birthday, says organiser Andrew

Colclough. With buyers time at a premium

they need to be able to see the whole

of the industry under one roof. Other

contributing factors are that the show

enables small but important companies

the opportunity of exhibiting alongside the

well established companies.

The event covers everything within

visual merchandising and display,

including mannequins, print, Christmas

decorations, display services, props,

design, graphics, bust forms, turnkey

service, POP, lighting, fabrics and

everything in between. Visit the website at

www.vmanddisplay.com to find out more

about the 25th VM & Display Show and to

register for your pass.

VM & Display show celebrates 25 years

This year, La Grande Epicerie de Paris and Le Bon March Rive Gauche celebrate

a traditional and festive Christmas, with plenty of interaction for children. Mailboxes

are located in front of shop windows so children can post their letters to Santa. The

shop windows are livened up by the rue de Svres stage the workshops of Santa

where reindeers organise all the letters. Children who included an email address on

their letters will receive an answer acknowledging receipt of their mail and offering

them a surprise animated Christmas movie to view.

In tribute to power dressing modern icons,

proportion>london presents its CAPSULE collection, a

dexterously designed VM kit, comprising classic bust

form shapes coupled with slimmed merchandising

torsos, rails, fixtures and tabletop accessory presenters.

The collection features a soft lozenge shape motif,

luxury materials and detailing. Along with proportions

vast library of bust form shapes, the slimmed

merchandising form was created to alleviate the

boredom of endless suit filled stores, by punctuating

the rail space with an easy-dress body option. An

ingenious hanging fixture further extends the versatility,

bringing ceiling and wall mounts within reach. To give

an element of charm, three new detailed finials have

been created, cast from vintage decanter tops.

proportion>london announces CAPSULE

Reindeers descend on Paris

Photographer: Melvyn Vincent

be inspired. be surprised.

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THE SWANCOLLECTION

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be inspired. be surprised.

visit our website @ www.barthelmessuk.com

complete visual merchandising solutions.

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THE SWANCOLLECTION

as seen at the Retail Design Collective - New York

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42

VM 2015: WHAT

,S IN

STORE?

Keeping one step ahead of the competition

is crucial, and visual merchandising can

help achieve this, creating a memorable

and enjoyable shopping experience for

customers. What trends can we expect for

2015? A mix of industry professionals share

their VM and display trend predictions for

the coming year.

Alexander McQueen: Savage BeautyJason Travesco-founder and head of creative, Lucky Fox

In 2014 we saw nature appear quite

frequently, with lots of lush green foliage,

trees and plants either in natural form

or abstract. There has also been a

Californian west coast feel coming

through, with bleached out colours, cacti

and succulents. Until now this has been

big in domestic interiors but weve started

to see this filter through into windows and

in-store VM, and we expect to see much

more of this trend in 2015. Mid-century

inspired design and furniture continues to

be very popular, so we see this continuing

into 2015 too.

With the rise in e-commerce and

online shopping, brands and retailers are

realising that they need to reinvest in the

physical shopping experience to keep the

brand profile strong on the high street as

well as online. Weve seen retailers such as

Debenhams, John Lewis, M&S and Jigsaw

repositioning and raising the bar with their

windows and in-store VM and shopping

experience, and we expect other retailers

to follow suit in 2015.

One event that is sure to cause

creative ripples through the VM world next

year is the Alexander McQueen: Savage

Beauty exhibition at the V&A. Its set to

be an inspirational event, and it will be

interesting to see how it filters through into

our industry.

Recycling and collaborationSamar Younesglobal visual director, Coach

2015 trends will be heavily influenced

by a global consumer craving for a very

personal experience of craftsmanship,

technology and design. Community will

drive brand experiences and foster a

strong culture of innovation.

Major upcoming trends are:

Disruptive innovation driven by technology in unexpected ways with

off the grid styling, creating fantastical

craftsmanship thats part science and

part make believe.

Disruptive innovation driven by technology in unexpected ways with

off the grid styling, creating fantastical

craftsmanship thats part science and

part make believe.

Collaborations driven by cross cultural and global influences and connection

with artists and artisans interpreted in a

modern way.

Active dynamic structures driven by a continued focus on a healthy lifestyle

where sports meets art.

trends

43

trends

Investment in effective lightingPaul Symeshead of visual presentation, Fortnum & Mason

I dont think were going to see any

major technological innovations in

visual presentation in 2015, however its

reassuring to have seen more stores in

2014 making an effort. Taking product

presentation to a level beyond throwing

a few random items together with some

dodgy looking point of sale, frequently

offering the customer a token discount.

Some of the smaller independent

shops this Christmas have looked amazing,

with clever innovative window displays

backed up by logical, easy-to-navigate

in-store visual merchandising. Hopefully

the trend of doing it right will encourage

some of the larger stores to follow suit.

Customers want, and should expect, a

fabulous customer experience, no matter

where they shop. As retailers its important

that we should think like a customer.

I do hope that more stores will consider

using effective lighting systems; there

have been some major improvements in

this area in the past few years and I hope

that it continues. Good lighting can really

enhance product presentation; I noticed

when we launched Fortnum & Mason in

Dubai earlier in the year, how effective

the lighting systems were in the stores

something that we took on board with our

latest store in Heathrow Terminal 5.

Purchasing online is great and

convenient, but Im also a great believer in

the physical sport of shopping; touching

items, picking them up, something that

online purchasing cant instantly offer. We

have to ensure that our stores, shops and

products are beautifully presented, with

excellent lighting, and backed up with

outstanding attentive service.

Experimentation and collaborationSasha Rozariohead of creative, Blacks VM

Were living in an era of visual saturation

where the retail landscape is constantly

evolving; as a nation were craving

simplicity and less noise. Creative

teams are escaping the confines of the

everyday office environment, to embark

on travel trips that offer the possibilities to

explore global trends as a source of new

inspiration for their store design concept

ideas.

Experiencing new cities, trends and

cultures first hand will offer an insightful

portal to a new form of simple expression

and innovation when designing window

concepts. We will witness the cross

pollination of clean and honest palettes

mixed with innovative experimental

materials and finishes. Material labs and

workshops will provide the opportunity

for brands to experiment with previously

undiscovered ideas, materials and

processes.

The exploration of new perspectives

will also create more opportunity for direct

collaborations between retail creative

teams and external designers/illustrators

and artists. This in turn will inject a fresh

diversity into the store design process and

will be a driving force in the creation of

ideas for which challenge the principles of

past thought processes and possibilities

which are relative to the current creative

climate.

Innovative British artists and designers,

such as Heatherwick and Barber Osgerby,

will continue to inspire diverse and radical

shifts towards creating window displays

that offer a trajectory into new forms of

exploration in store design.

Brand consistency and clarityAdam Tregaskishead of retail, The Market Creative

True seamless retailing across all

channels has never been so important to

provide an enhanced shopper experience,

and this will only increase as we move

through 2015. This isnt just about omni-

channel presence, but ensuring the brand

experience is consistent too.

Every message should accurately

deliver and amplify the brand proposition

and reinforce core values, regardless of

whether a shopper is online, in store or

checking you out on social media. This

doesnt mean saying the same thing at

every stage; each part of a shoppers

journey to make a purchase should

have a role to play. Messages should be

meaningful and appropriate while at the

same time reflecting the brand.

Too often we see a shopper journey

that begins coherently, with the brand

values present across the touch

points recognising and leveraging

opportunities at each stage but then a

lack of consistency and clarity through

different channels makes the journey

disjointed. This means that, from car park

to till, the brand should treat its shoppers

appropriately at every point whether

thats product engagement to educate

and interact, creating a social community

to increase frequency of visits or simply

expediency via click and collect.

Technology will play a key role in

how this develops over the next 12 months.

With iBeacons and other methods

of identifying and tracking shoppers

becoming more prominent, the same

personalised retail experience common

online will become more widespread

in-store too with salutations, cross-selling

and relevant offers.

iposdesign

IPOS, Unit 2d, Heapriding Mill, Ford Street, Stockport SK3 0BTLondon Office: IPOS, 63 Redchurch Street, London E2 7DJ

info@ipos-design.co.uk | 0161 477 8501 | ipos-design.co.uk

We are IPOS.

We design, produce and install all aspects of POS/POP.

From in-store graphics, window vinyls and bespoke 3D retail displays to full multi-location campaign roll outs.

For more info visit our website ipos-design.co.uk

45

BIG CHILLPeter Jones and John Lewis have created a truly interactive experience in-store this Christmas.

The Peter Jones and John Lewis campaign evokes the magic of

make believe at Christmas through a childs eyes. The advert tells

the tale of an unlikely friendship between a little boy called Sam

and Monty his penguin friend.

Craig Inglis, marketing director at John Lewis, explains: At

John Lewis, this time of year is all about helping our customers

create their dream Christmas. We hope this uplifting tale of

Sams love for his friend Monty will remind people of the magic of

Christmas through a childs eyes and inspire them to think how

they can make the festive season extra special for their friends

and loved ones.

This message has been amplified beyond the TV campaign

inside stores through an in-store space called Montys Den at

the retailers flagship shops at Oxford Street and Peter Jones as

well as the 41 John Lewis shops across the UK. In partnership with

Samsung, Montys Den uses a series of technology firsts to harness

the power of childrens imaginations. During this campaign,

children can create their very own Monty Christmas card on the

Samsung Galaxy Tab S.

At Montys Magical Toy Machine, children can bring their

favourite toys in store where they will be scanned using innovative

photogrammetry technology, before appearing on screen as a

moving, life-like 3D image. This interactive digital replica then

magically dances for the child, creating a truly memorable retail

experience. Theres also a photo opportunity for parents to snap

their little ones dancing with their toys. Each year we look for new

ways to amplify our Christmas campaign, and creating Montys

Magical Toy Machine with Microsoft is one of our most exciting

ideas yet, enthuses Inglis.

Owen Sagness, general manager of Microsoft Advertising &

Online, says: Were always looking for new ways to use technology

and media to enhance peoples lives. This is no ordinary

advertising campaign. By bringing a bit of the magic of Christmas

to life, were really hoping to give John Lewis customers a very

different, very special experience this year. I love seeing the look

on peoples faces, young or old, when they see the toys brought to

life by Montys Magical Toy Machine.

At Montys Den, visitors can find Montys Goggles. Using

Google Cardboard, customers can step into Monty and Sams

world. The app version of the Montys Christmas storybook is

transformed into a 360 degree virtual world, narrated by Dermot

OLeary, making the retailer one of the first brands in the world to

use Google Cardboard within a marketing campaign.

The Iceberg Station gives children and their families the

opportunity to learn more about the endangered Adlie Penguin.

Educational content is available, as well as the opportunity to find

out about WWFs Adopt a Penguin programme that John Lewis is

supporting. Monty is ready and waiting to smile for customers and

their cameras in his very own den.

Chameleon Visual created the Peter Jones and John Lewis

windows hosting Monty in all sorts of scenarios, making use of

the top 100 John Lewis Christmas gifts. The creative consultancy,

which delivered last years hugely popular Christmas windows,

collaborated with Wool And The Gang who knitted bespoke

jumpers, hats and scarves for the penguins.

Emma Davidge, creative director at Chameleon Visual, says:

We were put in a room with 100 gifts, 50 of which were John

Lewiss top gifts; 100 things for every generation and we had think

how they could all work together. We chose to have Monty doing

human things in a human world.

The design team created different scenarios for Monty and his

friends, such as a laundry room for showcasing pants and socks,

and a baking scene for weighing scales and a whisk. Peter Jones

has different products in its windows to the ones at John Lewis.

Peter Jones and John Lewis

Montys Christmas has been created by advertising agency

Adam&Eve/DDB and the Channel 4 teaser campaign

by 4Creative and MPC. Christmas windows creative and

production by Chameleon Visual.

47

Illustrators

Illustrations bring a sense of handmade

and thoughtfulness to a retail scheme,

helping brands to engage with the

customer and stand out from competition.

Kerry Lemon has racked up an

impressive portfolio of clients, including

Liberty, Harvey Nichols and Fortnum &

Mason. She was asked to create a scheme

for Harvey Nichols London flagship

during London Fashion Week. This was

then taken to Scotland for the Edinburgh

Festival before arriving in Bristol. I was

commissioned to create a scheme inspired

by British wildlife with a slight sinister

edge, achieved by the monochrome pallet

and the scale of the animals next to the

mannequins, explains Lemon. I used cut

rather than printed vinyl, and for the London

scheme I spent three days in-store creating

hand painted details to both the windows

and backdrops.

Shes just completed a huge 25m x

12m illustrated window scheme for Coutts

at 440 Strand in London, which launched

on 1st December. I relish the challenge of

these big projects and couldnt wait to see

it installed!

Lots of stores use cheap stock vector

illustrations or blown up photos from their

look books, but commissioned illustration

offers bespoke artwork. This allows brands

to demonstrate their creativity and tap into

the trend for the handmade, unique and

artist-led. It allows clients to really stand

apart from their competitors and create a

buzz for the space, particularly when paired

with a live art element and social media

campaign, believes Lemon.

Mulberrys 2014 Christmas windows were

designed by Chameleon in collaboration

with illustrator Harry Malt. The best

gift under the tree concept features

various sized illustrated stockings and a

Christmas present saying Think inside

the box! Theres also a bear holding a

Mulberry handbag and the banner Giving

is receiving along the top of the front

windows. The double doors to the store

feature a quirky sausage dog wearing a

party hat.

The brief was to produce something

original, visually engaging and to arrest

peoples interest with some uniquely British

humour, explains Harry. Many things inspire

Harry in his work. I get inspiration from

aspects of day to day life, trying to be a

sentient member of society and sometimes

Bespoke illustrations can help brands tap into their creative sides.

ear wigging the conversations of strangers.

He believes illustration can add a new

dimension to a retail environment. It can

break up the cold lines and glossy veneer

of modern customer retail environments.

I believe that the public relate favourably

to illustrated material; its instilled in our

psyche from a very early age.

Annie Rickard Straus agrees, saying:

Illustration and lettering can bring so much

48

Illustrators

life into the retail environment. A breath of

fresh air from the perfectly manicured, an

injection of personality, humour and class.

Annie was recently commissioned

by M&C Saatchi to work in a doodly style

for the 2014 Natwest and Royal Bank of

Scotland student campaign, which featured

in the windows. Illustration can be the final

touch in a window, making an eye catching

display, or indeed be a focal point of an

entire display. It can be used to promote

a brand or message in a way that feels

less corporate, more considered and in its

nature, unique.

Illustration for retailers is also

wonderfully transferable. Work can cut

across online platforms, point of sale, print

and more, bringing a strong continuous

identity to a specific range or project. I can

only see illustration and lettering becoming

more and more popular within the sector,

as retailers strive to bring narrative into their

displays and generate interest through

association, with a visible increase in

accreditation of illustrated projects, feels

Rickard Straus.

She also created illustrations for the

Marks & Spencer company archive, taking

inspiration from the retailers history, one of

her favourite areas being the confectionery.

This is one of my favourite illustrations I

worked on with the M&S archive. Rifling

through the sweets and chocolate

packaging was a real eye opener. Im used

to having a bar of chocolate and mindlessly

throwing away the wrapper. The packaging

at the archive, so carefully preserved,

preciously folded in to cellophane sleeves,

then logged and numbered, gives them a

whole new gravitas.

Lovisa Burfitt is no stranger to illustrating

retail environments. The H&M store illustrator

has just completed a commission for

the new H&M flagship in Paris. Other

stores that have been given a touch of

Lovisas magic include Liberty, Sephora,

Harrods, Selfridges, Lindex, Guerlain and

Nordstrom. The brief for Paris H&M was

something along the lines of fun, fashion,

unpretentious and playful. I followed this,

drawing for men, women, kids and teens

and I had lots of fun and creative freedom,

enthuses Lovisa. I made an archive of 140

drawings, and each and every flagship

store has its unique design using my

drawings in different ways.

Illustrations help retailers engage with

customers on a more personal and often

humorous basis, and being bespoke will

make them stand out from competition.

Kerry Lemons British wildlife installation for Harvey Nichols www.kerrylemon.co.uk

Harry Malts illustrations for Mulberrys Christmas windows campaign www.harrymalt.co.uk

H&M illustration by Lovisa Burfitt www.agentandartists.com

M&S commission by Annie Rickard Straus www.annierickardstraus.com

Registration now open

For free entry

Register Now At

www.vmanddisplay.com

RVM_Layout 1 12/3/14 1:47 PM Page 1

ApplelecApplelec will be exhibiting LED Light Sheet and Aura Linear profiles at the VM and Display Show on stand D9. Made in the UK to any bespoke shape or size, LED Light Sheet can be integrated in retail, display and exhibition systems, interior and architectural design or used to illuminate decorative surfaces and finishes. The product has previously been selected by Mulberry, Jimmy Choo and GAP. Applelecs made-to-measure LED linear profiles, Aura Linear, will also be on show. The sleek profiles are ideal for architectural LED installations.

T. +44 (0)1274 774 477www.applelec.co.ukE. sales@applelec.co.ukTwitter: ApplelecLight

51

Ultima DisplaysUltima Displays is embarking on a major investment in a range of great new products for 2015. One of the main trends of late and which will continue into next year is fabric displays. Ultima offers a wide range of items that support textile fabric media, which it prints and finishes to a high quality in-house. The companys latest line called Formulate comes in a variety of designs, with a whole extended family of Formulate shapes coming in 2015. Formulate is a simple yet extremely effective portable display system based on lightweight tubular aluminium frames that click together with a push fit button. A printed fabric graphic sock is then stretched over the frame work and zipped up for a super snug fit. These displays are ideal for use in retail areas, exhibitions and conferences.

T. +44 (0)1536 272 250 E. sales@ultimadisplays.co.ukwww.ultimadisplays.co.uk Twitter: Ultima_Displays

Andy ThorntonAndy Thornon supplied this vintage 1930s haberdashery display counter to Modemakers in Bornem near Rotterdam. The fully glazed counter features a solid brass framework, oak plinth and a bank of oak pull-out drawers. The piece is extremely functional whilst looking really well alongside the industrial style shop fittings, display shelving, tables and carts in the rest of the store. Andy Thornton stocks an extensive range of antique and vintage shop fittings and offers a good selection of counters, cabinets and back fittings rescued from jewellery, haberdashery, grocery and chemist shops.

T. +44 (0)1422 376 000 E. marketing@andythornton.comwww.andythornton.com Twitter: andythorntonltd

products

VM + DISPLAY

arken P-O-P Internationalarkens wide range of illuminated displays includes thePurelite LED light box line, now the companys best-seller. It has a contemporary aluminium frame (shown here in powder coated black), making it ideal for a wide selection of outlets, from fashion retailers to cinemas and nightclubs. Purelite is very low maintenance, cheap to run and uses 60 per cent less energy than traditional tube light boxes.

T. +44 (0)1638 565 656 E. info@arken-pop.com www.arken-pop.com

QUALITY YOU DEMAND.PRICES YOU ENJOY.SERVICE YOU EXPECT.

display props shopfittings carrier bags ticketing mannequins & more

0800 451122morplan.comStores in London, Bristol & Glasgow

NEWNEWfor Autumn

Retail Supplies from Morplan

Retail Focus Oct 14_Layout 1 03/10/2014 10:51 Page 1

proportion>londonproportion>london introduces THEORY, an elemental collection of female fashion mannequins designed to enhance the retail environment with striking repetitive groups, whilst maintaining the subtlest presence. Conceived by proportions informed design team who take their reference from street style, catwalk, art installation and lifestyle, THEORY is formed around two key symmetrical poses with multi head and arm options, building into a workable kit of huge practicality.

T. +44 (0)20 7251 6943 www.proportionlondon.com E. info@propor